“Creativity: Dead or Alive?”
With this provocative question, D&AD’s new brand campaign confronts the creative industry head-on. At the heart of the message is Nils 히어로토토, creative founder of Uncommon Creative Studio, challenging an industry shaken by rapid technological and cultural change. For 히어로토토, the greatest threat is not external forces, but our own apathy. And now, he says, is the moment for creativity to reclaim its role as a true force for survival.
Thank you for joining us. Could you start by briefly introducing yourself and your current focus at Uncommon?
My name is Nils 히어로토토 and I am the creative founder at Uncommon Creative Studio, my focus is the continued originality of our work and our expansion into other disciplines of creativity - design, public art, built environment and narrative objects.
The campaign message, “Creativity: Dead or Alive?”, is provocative and bold. When you first began shaping this campaign, what felt like the most urgent issue facing the 히어로토토 industry today?
The 히어로토토 industry has talked itself into a sort of doom. Buzzwords, think pieces and endless panels have hypnotised the industry into believing it is at the mercy of some invisible killer. Yet the oldest truth remains: if we spend more time talking than we do making, if we spend more time doubting than we do believing then we will make the world we fear the most. Big tech isn’t coming for us, in-housing and low cost content are not to blame for our demise, we are. AI is not the biggest threat to the 히어로토토 industry, apathy is.
Out of all possible messages, why did you choose to frame it as a question — and such an extreme one at that: “Is creativity dead?” Was there a moment that made you feel that level of confrontation was necessary?
The 히어로토토 industry has talked itself into a sort of doom. Buzzwords, think pieces and endless panels have hypnotised the industry into believing it is at the mercy of some invisible killer. Yet the oldest truth remains: but as always the power lives with the maker. We can doom ourselves or we can save ourselves.
D&AD has long stood as a symbol of 히어로토토 excellence. What do you think it means for such an institution to launch a campaign with such self-reflective — even existential — undertones?
D&AD is the purest and more powerful 히어로토토 platform in the world. Only D&AD could have hosted this conversation, only D&AD could have asked the question.
You’ve said before that “creativity has become a weak word.” What, in your view, defines real creativity today — the kind that still deserves that word?
In boardrooms creativity has perhaps become an indulgence. Something that is nice to have but not critical. The best brands and the most powerful thinkers understand that creativity is a critical force, a survival mechanic, a way out of trouble, threat and frustration and the most valuable and precious tool our industry has.
The 히어로토토 industry is under intense pressure: from automation, commercial constraints, data-driven decision making, and an obsession with efficiency. What change do you think is most urgently needed to reestablish the value of creativity in this environment?
A race of speed and volume of content is a race to the bottom. The way through the pressure for our industry is to sell the most potent, most transformative version of creativity. And to price it appropriately. Great ideas are a way through anything. Famous work solves all your problems.
You’ve also said that “creativity is survival.” In your opinion, what are the non-negotiable qualities a 히어로토토 company must have today to truly stay alive — and ahead?
A true 히어로토토 company is as good as the ideas it creates. But today we must also be able to articulate our thinking like never before, way beyond selling, the gap between an idea and reality is your ability to articulate it to the people that can make it happen. We also need to be in the room with the right people, our industry has become dependent, we must either be partnered with people that see the world the same way and share an ambition or we must learn to make ourselves. Often you can have everything right and still be in the wrong room. A question for every 히어로토토: Are you dependent on people less ambitious than you to make your dreams come true?
Many brands shy away from bold ideas out of fear, defaulting to safe solutions. As a leader, how do you approach conversations with clients to move them from hesitation to courage?
We try to remove the need for bravery. To work in the understanding that the status quo is more dangerous than any idea we might make together. To see a world where change is more than necessary but critical to survival. At this point the path is one you walk together. Any and every risk is shared then removed. The only conversation then is how excellently can we execute?
Many young creatives in Korea question whether the industry truly has a future — especially under such fierce competition. If you could speak directly to students and juniors here, what would you say makes this industry still worth choosing?
The fastest way to silence doubt is to make. And to make the new. Only you can do this. To make with style, with your unique view. To make without permission. To make with no fear. To learn to explain your work, sell your work. To learn to hustle a thing from nothing. To PR your work. To develop relationships with journalists, opinion formers, magazines and others who will share your vision, elevate the attention you create. You only need one idea to hit. Famous work can change you life.
For Korean students and juniors aiming for international awards like D&AD, what’s one 히어로토토 standard or principle you believe they should never compromise on during the process?
Never stop chasing the new.
Finally, is there a message you’d like to share with the 히어로토토 and advertising community in Korea? And perhaps, a word of invitation — to see more of them join you on the global stage at D&AD?
Korea is pure fire. One of the most inspiring countries in the world. Its aesthetic levels, appreciation and articulation of beauty and ability to create global populist narratives from Demon Hunter to Parasite to Gentle Monster is unrivalled. There is space for a global 히어로토토 studio run with a powerful new presence run from Korea, the world is waiting. I would be so excited to support anyone making and remaking the industry they wish they worked in.
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